Newspaper
Almost every business uses newspaper advertising to some extent. Newspapers
are a broadcast form of advertising that are unselective and will get your
message to a large geographic area.
Newspapers tend to stay around the home for a day or two before customers
throw them a way so they likely will see your Ad 1–2 times.Nevertheless, they almost all have one thing in common. They all want your
advertising dollar.
You have to be very careful in your selection of a newspaper for your
advertising.
Before placing an Ad, ask these questions:
- What is the total area of distribution?
- Does the area of distribution provide coverage of your market area?
- Does the newspaper cover a much larger area than your market area and
would you be paying for that? - Does the newspaper not provide adequate coverage for your market area?
How would you support the Ads with other media forms? - Who are the readers of the newspaper?
Do your customers read the newspaper?- What seems to be the focus of the newspaper?
Would you describe it as having a national news focus or a community
news focus?- Does the newspaper have a good image and reputation in the community?
- What is the frequency of publication?
- What Ad design and layout services does the newspaper provide?
There are many different types of newspapers.
There are national, regional, and community newspapers.
There are newspapers directed at specialized markets.
There are newspapers that may publish daily, twice daily,
bi-weekly, weekly, monthly, or even quarterly.